Evaluation Criteria For Integrated (SEO & PPC) Software
Through the use of rigorous evaluation criteria and the guidelines that we have set for integrated search tools, we put together a list of the top integrated search tools. Our in-depth analysis delves into an examination of the tool capabilities including SEO & PPC assimilation, GUI interface, the accuracy of data reported, the feature set, and the efficiency in processing large batches of data.
There are five key areas that we focus on when dealing with evaluating and ranking integrated search tools.
Integration is a key part of the evaluation criteria. How well does the software integrate both SEO and PPC strategies? Is there a focus on one versus the other or is there a natural balance? How relevant are the functions from SEO to PPC and vice versa?
The GUI interface is critiqued based on the overall usefulness to the user and the ease of use. Is the interface easy to use for users who have never used the software before and is there a clear distinction between SEO findings and PPC findings? Do instructions supplement the software to aid the user in setting up their online marketing initiative?
The accuracy of the information both pulled by and stored in the software is also integral. Is the software updated with the latest SEO techniques from time to time? Is the software retrieving correct information from the search engines and is it retrieving live or stored information?
The integrated search tool should be comprehensive on the set of features and the overall information that is obtained through the product. Does it handle a variety of tasks as opposed to singular tasks? Is the tool updated on a periodical basis to encompass valuable and trend setting features?
Finally, the overall efficiency of the product is measured compared to other applications. Is the software quick to carry out its tasks or are users constantly waiting for their tasks to be finished? How does the software perform in comparison to competitor software with regards to load times and reporting times?
A few questions that we may ask clients of an integrated search software developer to gauge their level of expertise are:
General Queries:
- What type of needs analysis was conducted before work initiated?
- What type of a ROI were you anticipating, what was achieved and in what time frame?
- What would be 3 things you would change about your experience?
- What was your total investment?
- Rate your overall experience (1-10; 10 being the highest).
Project Specific Queries:
- How useful were the reports provided by the firm for services rendered?
- What resources were available to you during the testing phase of your campaign?
- What methods for enhancing your conversion rates were used on the website? Were there changes in design? Content? Placement?
- How fast was implementation of new strategies? Did it take minutes? Hours? Days?
- How did you meet with the vendor to discuss new strategies, changes, and plans to enhance your conversions?
